Bruce King did not choose this job. The people chose him.

For the last 20 years King has donned Santa Claus' signature red suit with white trim at Christmas parties, parades, galas and the occasional Halloween party. This year he will reprise his role as Saint Nick at the 27th Annual Sights & Sounds of Christmas festival in San Marcos, Dec. 4–7 at San Marcos Plaza Park.

"I never set out and said, 'Well, I'm going to be Santa,'" King said. "I've had a beard all my life so kids just come up to me and say, "Are you going to get me this for a present?"

King, who works as a Realtor throughout the year, said his beard, belly and rosy cheeks make him the perfect fit for the role.

King will make his grand entrance into the four-day festival on a helicopter, motorcycle, classic car and boat.

Sights & Sounds Board President Brian Olson has been overseeing the event since 2010. Olson said 80,000 people attended last year's four-day festival, which broke the previous attendance record.

"There's not another event [in Central Texas] that pulls 80,000 people to it that doesn't have a drip of alcohol," Olson said. "Just by itself it's a huge, huge thing for San Marcos."

The festival has a legacy to maintain, he said. People travel to San Marcos from across the state to attend Sights & Sounds, and Olson said that drives him to work on the festival each year.

"My ultimate goal is when someone comes [to Sights & Sounds], they say, 'This was even better than last year. It wasn't the same thing. I wonder what next year will entail?'" Olson said.

Olson said this year's festival would include a petting zoo, performances by local and regional bands as well as an ornament-making tent and laser show, all firsts for the festival.

Artists performing at the event include the Invisible Czars, Carolyn Wonderland and Guy Forsyth and Joe McDermott.

Sights and Sounds will also feature its usual carnival rides, Bethlehem display, food court and more. Wednesday will be family night when all rides are half-price, and Thursday will be Texas State night, when drinks will be $1 for all attendees wearing Texas State attire.

In addition to more entertainment offerings, the board is increasing its focus on the festival's original purpose: fundraising for local non-profits. Olson said he is hoping to attract 15 non-profits, which pay a fee to set up a booth to sell food and crafts.

Last year the festival had 10 non-profits selling everything from funnel cake to turkey legs. The 10 organizations collected $50,000 in four days, and Olson is aiming to increase that number to $75,000 this year.

Marty Sorrell, local lay director of Hays Praise Emmaus, said this will mark the fifth year his organization has been a vendor at Sights & Sounds.

In 2011, the holiday spirit at the event was dampened by rain, but Sorrell said Hays Praise Emmaus was still able to pull in $500 at the event. Sorrell said the organization raised a couple thousand dollars at last year's event. The money was used to provide scholarships for participants in the organization, which provides training for future leaders in the Christian church.

"It's a wonderful event in and of itself," Sorrell said. "For folks like us, it gives people a chance to say, 'What's Emmaus?,' and we have brochures that can answer that question. It's a great vehicle for that kind of thing."

Sights & Sounds, 206 N. C M Allen Pkwy., San Marcos

One-night pass: $5 at the gate.

Fast pass: $6 presale at the San Marcos Parks and Recreation Department and San Marcos Activity Center, $8 at the gate.